Cole Palmer, Lucy Bronze Back UK Campaign for AI Likeness Rights

“My Name, My Face” seeks a standalone UK right to control the use of a person’s image, voice and likeness in AI-generated content.

Cole Palmer, Lucy Bronze, Kyle Walker and Kieran Trippier are among the footballers backing “My Name, My Face,” a campaign calling for new UK personality-rights legislation in response to AI-generated deepfakes and impersonation. Law firm Mills & Reeve announced the campaign on Sept. 24, following a Sept. 23 report by The Athletic.

FIFPRO and the Professional Footballers’ Association also support the effort. Other backers include the Rugby Players Association, Professional Cricketers Association, Professional Darts Players Association and World Professional Billiards and Snooker Association. The Athletic reported that Kim Little, captain of Arsenal Women, is among the players supporting it.

The campaign asks the UK government to create a single legal right covering a person’s name, image, likeness and voice. Mills & Reeve says English law currently has no standalone personality right and that people challenging unauthorized digital replicas must rely on separate legal remedies. The firm said a government consultation on digital replicas was expected; the campaign is a call for legislation, not a change in law.

“The rise of deepfakes is unsettling because they can take away a person’s control over their own image and identity.” — Lucy Bronze, Footballer, Chelsea FC Women

Maheta Molango, CEO of the Professional Footballers’ Association, said unauthorized replicas can affect players’ reputations, commercial interests and personal lives.

The campaign cites a figure of eight million deepfakes shared in 2025, compared with 500,000 in 2023. The underlying UK government case study, published in February 2025, described eight million as a projection for that year, not a verified count.

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